Personalize with merge tags and fallbacks
Insert names, companies and custom fields into subjects and content, and set fallbacks for contacts with missing data.
Merge tags insert each contact's own data into your email. For example, you can write "Hi Jane" instead of "Hi there".
Basic syntax
Wrap the field name in double curly braces:
Hi {{first_name}},
Add a fallback
If a contact has no value for a field, the tag becomes empty. To show something else instead, add a vertical bar and the fallback text:
Hi {{first_name|there}},
- Contact with a first name: "Hi Jane,"
- Contact without one: "Hi there,"
We recommend a fallback on every tag that might be empty.
Available tags
| Tag | Inserts |
|---|---|
{{first_name}} |
First name |
{{last_name}} |
Last name |
{{email}} |
Email address |
{{company}} |
Company |
{{phone}} |
Phone |
{{country}} |
Two-letter country code |
Custom fields work the same way. Go to Settings → Custom contact fields to see each field's tag. For example, a field labelled "Plan" shows {{plan}}.
Where you can use them
- Subject line and Preheader
- Content in the Visual builder, HTML and Plain text editors
- Link URLs, for example
https://example.com/offer?ref={{email}}
Tags aren't case-sensitive. Values are safely escaped in HTML emails.
System tags
These are filled in by InboxRoads:
{{unsubscribe_url}}: the recipient's unsubscribe link{{webview_url}}: a link to view the email in a browser{{company_address}}: your business postal address from Settings
By default, InboxRoads adds a footer with your address and an unsubscribe link. If your HTML already includes {{unsubscribe_url}}, the automatic footer is left out. In that case, include {{company_address}} yourself so your email still shows your postal address.
Test your personalization
- The Preview on the Review and send page uses sample data (Jane Doe, Example Co). Use it to check the layout.
- Test emails aren't linked to a contact, so only
{{email}}is filled in and other tags show their fallback. This is a good way to check that your fallbacks read naturally.
Tip: Import clean names. A first-name column full of "N/A" or all-caps values will show up in your emails. Fix your data before you import.
Related
Key takeaways
- Use
{{field}}to insert data and{{field|fallback}}for missing values. - Custom fields have their own tags. Find them in Settings.
- Keep an unsubscribe link and your postal address in every email.
Still stuck? Our team answers every message.
Contact supportLast updated September 16, 2026